Objectives

• Shed light on the stories of under-reported communities

• Be the voice of those most affected in daily news

• Mark important events and anniversaries in an easily-accessible manner

• Break down complex information in a digestible way

• Effectively engage with our audience around key news topics and trends

For more on how we achieved these objectives: https://medium.com/@ajenglishtwitter/al-jazeera-english-on-twitter-a8e023b6191a

Strategy and Execution

• Effectively use Twitter Threads and Twitter Moments to break down news stories

• Cover the plight of those affected by climate change disasters, human rights violations and wars all over the world, including the Rohingya crisis, the war in Yemen and the human cost of the genocide in Srebrenica and Rwanda, and so much more

• Utilising various engaging social assets, including social cards, social videos and images to make the information accessible and easy to follow

• Using engaging questions and polls to keep the feed dynamic and generate conversations

For more on how we implemented this strategy: https://medium.com/@ajenglishtwitter/al-jazeera-english-on-twitter-a8e023b6191a

Results

• 1724% increase in average engagements

• 6853% increase in average replies

• 179% increase in average growth of followers

For more on how we achieved these results: https://medium.com/@ajenglishtwitter/al-jazeera-english-on-twitter-a8e023b6191a

Media